Trump’s recent speech to Congress revealed two stark realities. First, despite many falsehoods, the enthusiastic support from Republicans was overwhelming. Second, the Democrats looked weak and lost, with no clear, convincing response, no new ideas and no leadership. The Republicans did their homework and positioned their election promises wisely. But the Democrats can learn from this too.
The key to successful branding is to fully diagnose and understand your target customer (or voter). Economic statistics are not nearly as relevant as voter perceptions, especially how they feel and intuitively what frustrates them. The Republicans described every issue (e.g. immigration, energy, even foreign wars) in a way that impacted the cost of living or affordability of the working class, which was their top priority concern. These voters were deeply exasperated with the increasing costs of groceries, heating and housing, for example. They certainly did not care about oblique, esoteric Democratic pronouncements about “the soul of democracy” or “joyful future”. And when people hurt, they want change (Trump) and naturally look for something to blame – i.e. the Government.
Delivering On Affordability Promises?
Many Republicans say they don’t like Trump, but like his promises and policies. Trump’s brand did promise answers to these core frustrations of the working class – e.g. lower taxes, reducing inflation, drilling for oil, ending foreign wars, more jobs from tariffs, higher economic growth, and reducing Government bureaucracy, all designed to make life more affordable.
While Trump’s goals are worthy, the real question now is whether his specific policies or tactics can deliver on these promises. So far, there is ample reason to be skeptical:
- The stock market, which always looks forward, is crashing, and with a looming recession ahead
- In last week’s Reuter poll, 56 % of Americans disapprove of how Trump is handling the economy (vs. 44 % approving)
- Also 56 % say Trump is too erratic and 70 % say tariffs will increase prices
David Brooks, the conservative writer for the NY Times summarized the disgust many feel about Trump, when he commented on the Trump/Vance ambush of Zelensky late February: “I’m just nauseated… I just think shame, moral shame. It’s a moral injury to see the country you love behave in this way.”
So will anything stop or change Trump’s bullying tactics? Republicans in Congress are afraid of Trump’s retribution so they won’t change their support. The judicial branch is holding up many of Trump’s illegal mandates, but he will surely defy most of them and there is no way to enforce judicial verdicts since he controls the justice department. The best check on these unlawful directives will come from voters, especially if Democrats can offer a persuasive answer to these core frustrations of the working class.
Can The Democrats Come Back?
The ultimate goal of a brand is to establish a trustful relationship with the customer. Trump has accomplished this with his MAGA voters, but will be vulnerable if his policies don’t achieve his promised affordability goals. In contrast, Democrats should at least reposition their brand to emphasize core values that most voters cherish, and which Trump does not possess – e.g. integrity, trust, fairness, freedom of speech, decency, equal opportunity, truthfulness, kindness, steadfastness, privacy, etc. Clearly communicating these values is essential for building a brand image that voters can feel comfortable and bond with.
The Democrats have always been the working class party, but no longer. Disappointed voters from unaffordable places like New York, Chicago and California are moving to conservative, lower cost Texas, Florida and Arizona, which will make it even harder to compete with Republicans in the future. At a minimum, Democrats must strongly stand up to Trump and his unlawful, authoritative initiatives.
Eventually the Democrats must build confidence, introduce a young, charismatic leader, and promise a fresh, detailed solution to deal with the cost of living. Empathy and credibility will be critical. A lot is at stake – democracy, true capitalism, NATO, reliable checks and balances, and an equal opportunity system of government that voters can trust.
